Child Car Safety

0.01

The video shows a family composed of the mother, the father, a girl of approximately 6 years old who is holding her father’s hand, and a boy of approximately 3 years old who is carried by his mother. The family seems to have just left their house since they are very close to the door. The dad, in addition to holding the girl by the hand, in his free hand carries a carriage for the little boy and in his other hand, he carries a honeycomb as well as toys and a thermos. The mother on the other side carries the little boy in her arms, also what looks like a Spiderman backpack and her own bag as well as an iced coffee and an apple sauce. This indicates that they are going on some type of field trip or it could also be that they are going to do an outdoor activity since the day appears to be sunny and since everyone is dressed in what looks like spring clothes (shorts, t-shirts, overalls, etc. ). The fact that they carry all these things in a somewhat disorganized manner lets us know that they probably grabbed them on the run which indicates that they are running late. This is important to keep in mind since it’s related to what the ad wants to persuade us about (Child Car Safety). 

0.02- 0.03

At this point, we can notice that the family is walking in slow motion which may indicate that they feel confident and that they are appreciating the environment outside. At 0.03 the camera suddenly zooms in on the mother’s face who is looking to her right. Her countenance appears reflective, almost as if she is trying to remember if she has forgotten something at home. On the other hand, the dad seems to be having a conversation with her daughter, since he has his head down watching her. Despite being unaware of the topic of their conversation, it’s evident that the girl is sharing something amusing, as indicated by her smile. Similarly, her father’s mirrored expression, coupled with a furrowed brow suggesting curiosity, suggests he’s poised to inquire further.

0.04 – 0.10

During these seconds, the disaster begins. The girl seems to have remembered where they are going, which has generated a lot of emotion in her. This causes her to start pulling on one of the toys hanging from the honeycomb that the dad is carrying, indicating that they should hurry to get to the car. Here we can see that the dad was eating a sandwich since he is carrying it in his mouth because he does not have enough hands to hold it. Because the girl keeps pulling him, she makes him throw the stroller along with other things he was carrying. This causes him to lightly touch her mother’s arm which makes her snap out of her thoughts and try to hold the child she is carrying in her arms in a better way. This little accident can give us a little more context about the disorganization and how distracted the parents are.

0.11 – 0.18 

Things go downhill as the seconds tick by. The mother speeds up her pace trying to keep everything in its place. Furthermore, the girl has let go of her father’s hand and is heading to the car that is parked in front of the house. Due to the mother’s facial expression showing that she is stressed and worried, we can deduce that she is chasing the girl trying to stop her as they approach the main street. The dad on the other hand tries to maintain the balance between himself and the things he carries with him.

Finally, the entire family arrives at the car. We see the mom, balancing an iced coffee, carefully setting it on the roof of the car before securing the child she’s carrying into the baby seat.

0.19 – 0.25

The frame changes and we see the dad doing the same with the girl. We see the girl sitting in what also looks like a baby chair while she smiles eating popcorn. The camera zooms in for a second towards the safety belt being secured by the father. This is of utmost importance since this commercial is trying to persuade us about the importance of using the safety belt, especially with children.

Subsequently, the girl playfully shakes the popcorn container in front of the dad’s face, causing it to spill everywhere. This scene serves to inject a touch of humor into the situation, providing the audience with a momentary reprieve after the weighty message conveyed earlier. Unconsciously instills them to remember the importance of wearing a seat belt.

For a matter of seconds, the mom is also shown doing the same thing. Placing the boy in her baby seat as the camera zooms in on the seat belt being secured. This is to reinforce the message previously provided.

0.26 – 0.30

In the last four seconds, “NHTSA.gov/TheRightSeat” appears along with four different aligned drawings. Three of them are different baby seats and the last one is a normal car seat. All of these drawings emphasize the seat belt as it is in bold white.

In conclusion, the video skillfully captures a typical family outing that helps the audience identify with the actors. Each frame is meticulously crafted to deliver a compelling narrative about child safety in cars. The importance of fastening seat belts is highlighted through subtle clues and humorous scenes, especially for children. As the family experiences setbacks and distractions, the urgency of the message becomes more and more palpable. This is to be able to show the viewer that no matter how many distractions you have, it is of utmost importance not to forget the safety of the children. Leaving onlookers a lasting reminder to prioritize safety on the road.